How to read the Distinctive Asset matrix

• The matrix runs along two axes:
  • The X axis (horizontal) considers “positive association”, ie: this is something I like;
  • The Y axis (vertical) considers the “correct association to Australia”, ie: this is Australian;
• The research was conducted in 2020, considers 13 international markets and Australia with a total sample of 10,343 respondents;
• Tourism Australia considered a range of classic and modern Australian icons in the surveys construction, clustered into 6 categories:
  • Famous People; Animals; Icons; Landmarks; Sport; Phrases/Sounds; Landscapes.
• The matrix is divided up into four quadrants:
  • Top left: “Consider” icons that are famously Australian that are a little less positive;
    • If an icon is in this quadrant, education around the icon is needed;
  • Bottom left: “Review” icons are a little unknown and need traveller education around them;
  • Top right: “Use” icons that are recognisably Australian and are positively well understood;
  • Bottom right: “ Build” icons that are well understood in a positive light, but a little unknown.

Worth noting:

• That either through increased promotion or further education (or both) all icons can move into the “use” quadrant;
• All icons had their names written on them, this did assist in some icons having greater fame recognition or association to Australia;
• Some elements of fame are more time specific than others, such as celebrity. This was not taken into account in the methodology of the study.